In a category overrun by 'me too' marketing, it becomes tough for consumers to discern between the advertising for different brands. This confusion is further heightened when you look specifically at the 'big three' of beers - Coors, Miller, Budweiser.

The goal of this campaign was to cut through this clutter and engage 21 to 27-year-old beer drinkers. We attempted to create something that is visually arresting and unique, but that also clearly speaks to the Budweiser brand. Additionally, it attempts to make a statement about the appetizing appeal of Budweiser beer.